Research On The Root Cause Of Marketing Phenomenon Of Garment Enterprises

China

Enterprise marketing is struggling in the harsh environment of "four pests". The so-called "four sides" are "superficial", "one-sided", "blind" and "urgent". Their existence and rampant are the great obstacles to the growth and development of China's marketing theory and practice. The four victims are not confused, the marketers are confused and the business development is in danger. All the real marketing personnel need to be conscientious and responsible. Besides, this is a warning for advocating and self practice.

Surface marketing is one of the most important aspects of marketing: the current Chinese marketing has been seriously generalized. Sales are equated with marketing, promotion is equivalent to marketing, advertising is the same as marketing, and forced marketing is also equivalent to marketing. Even for some enterprises and so-called marketing people, marketing is just a gimmick for dressing up and deceiving themselves.

Surface phenomenon two, marketing by the concept of miscellaneous cards: all kinds of miscellaneous concepts constitute the "dangerous landscape" of China's marketing superficially. In this respect, some guys who have ulterior motives are seeking money out of their own purpose. On the other hand, they are ignorant and ignorant, do not understand the nature of marketing and the extent to which the so-called concept can connect with the practice of enterprises, and lack of practical tools and methods.

Exploring the root causes of marketing superficially:

1, cultural roots: the Chinese culture built on the basis of farming economy, with ethics and morality as the primary constraint mechanism, and in the soil of equality and legal system in the western world.

There is a certain degree of fragmentation, which manifests itself in marketing as the superficial tendency, that is, emphasizing art and technology, paying attention to results and neglecting the process, emphasizing short-term interests and long-term planning.

Since profit is the key word, there is no need to spend any effort to build a marketing system. As long as we can make money and do everything, it is marketing. At this time, marketing becomes a symbol. The name of marketing is only to make some behaviors less naked.

On the one hand, the changing market requires enterprises to constantly adapt to the environment and competition, which undoubtedly needs corresponding marketing theory and practice support; on the other hand, because of the lack of a strong marketing system with local culture support, enterprises are faced with the concentrated display of marketing theories and methods of gradual development in the west when they seek to learn from marketing, so it is difficult to make judgments and choices accurately, so as to easily omit some necessary parts, resulting in the fault of marketing construction, which is reflected in the unstable operation of enterprises and the inability to concentrate from their focus to expertise, and it is very difficult to form effective. 2, the rapid development of China's market

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It is not necessary to follow the commercial rules to live quite moisten. A large number of enterprises and marketers assume that there is no need to study the basic elements of marketing. However, the changes in the market and the development of standardization have led to a qualitative change in the living environment of enterprises. Only from the solution of the problem representation, it is inevitable to go to the misunderstanding of marketing superficially. Some superficial theories that sound reasonable and do not make sense are popular. 3, the demand confusion of garment enterprises from the opportunity oriented to the continued development dilemma: the great success of China's past opportunity economy has made many enterprises in a period of time.

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